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Two of Britain’s most beloved soaps, Coronation Street and Emmerdale, are enjoying a major resurgence in popularity, thanks to a bold move by ITV that has transformed the way viewers watch their favourite shows.
Since October, both long-running series have been made available to stream from as early as 7am on ITVX, allowing fans to catch up at their convenience. The decision to offer early access episodes has proven to be a ratings triumph, with a staggering 124 million streams recorded in the first quarter of 2025 alone.
The change mirrors a strategy adopted by the BBC for EastEnders in recent years, where episodes were made available in advance on iPlayer, a move that boosted its own digital audience significantly. ITV followed suit late last year, giving fans greater flexibility and control over when they watch the soaps, and the response has been overwhelmingly positive.
With both Corrie and Emmerdale now easily accessible at any time of day, ITVX has seen a dramatic uptick in usage. So far this year, the platform has clocked up an incredible one billion streams, making it one of the most-watched streaming services in the UK.
The early drop format appears to be particularly appealing to soap superfans and those with busy schedules, offering a chance to stay ahead of the curve or binge multiple episodes in one sitting. It’s a shift that reflects broader viewing habits in the streaming era, where appointment TV is fast becoming a thing of the past.
When compared with figures from the same period last year, overall soap viewership has soared by 35 percent, a remarkable achievement in a landscape where traditional television has often struggled to maintain audiences.
ITV bosses will no doubt be thrilled by the results, proving that even long-established programmes can thrive when given a modern twist. With gripping storylines continuing to pull in viewers and a new generation discovering the dramas on-demand, it seems Coronation Street and Emmerdale are not just surviving in the digital age, they’re thriving.
As streaming continues to shape the future of television, these two soaps are setting a high bar for how legacy shows can evolve and flourish.
